Lalit K Sharma addresses CU Media Fest 2026 on digital PR

Lalit K Sharma, Founder-Director of Mantrin and Founder, The North News, attended CU Media Fest 2026 as Guest of Honour at Chandigarh University Institute of Media Studies on October 30. He delivered an exclusive lecture on Digital PR and Reputation Management in the Age of Social Media.

Addressing students, Sharma discussed the growing influence of social media algorithms and artificial intelligence on people’s lives, information consumption and perceptions. He explained how algorithms curate individual feeds based on users’ interests and online behaviour, influencing the content they encounter.

Highlighting the impact of algorithm-driven platforms, he said a single negative experience on social media could be amplified and potentially affect a person’s mental well-being.

Sharma also urged youngsters, particularly Gen Z and Gen Alpha, to understand the origins, development and control of artificial intelligence and emerging technologies such as Starlink. He cautioned that users could be influenced by information that may not always be factual or reliable.

Sharing his experience of visiting the university, Sharma said he always enjoyed interacting with students and engaging with young professionals pursuing careers in media and marketing.